1. advertising on the edge the economist ""in a recession, budgets get cut cut cut cut cut snip cut cut cut cut chop cut snip cut cut cut cut cut cut cut cut cut chop cut."" why do clients do this? ""because it's easy... """"when you say we need to save x million, the easiest, immediate, place to get it is marketing. it is unspent and uncommitted."" ""and because it's a good short-term fix... there is a sentiment that marketing spend can always be increased again later, without any lasting damage."" as you might expect: we don't think this is a good idea. you might not expect: your clients don`t think so either. why? reason 1 one because marketing is a part of the solution not the problem marketing is seen as more of a solution to help survive a recession than a budget line to cut 61% 27% 12% ""reason 2: because what you sacrifice now, you pay for later."" ""reason 2: short term benefit, long-term risk """"if i stop advertising for two months, sales won't drop, but they will be hit three of four months down the line. people tend to make this mistake in a recession. it is the wrong time to cut."""" - vikram mehra, cmo, tata sky"" ""reason 2) short term benefit, long term risk long term case history"" reason 3: it can do serious damage to a brand. ""reason 3 : brand protection we will be investing in brand-building consistently for the downturn. nell sussman, marketing director, de beers diamond jewellers"" brand strength not price related 65% price related 35% ""brand strength reason 3: brand protections 6% bought for other reasons 59% goods bought on strength of brand 25% compromise between brand and price 10% goods bought on price alone source: milward brown, brandz uk 2007, 33 categories, 500+ brands, 6,000+ consumers"" brand strenght 6% brand important 84% 10% reason 3: brand protection price driven purchases: utilities mineral water apparel fuel reason 3: brand protection insurance luxury cars banks perfume 84% brand driven purchases ""reason3: brand protection """"consumers in downturn by brunds they associate with quality and longevity"""""" itå«s easy to see why brand is important reason 4: it's a golden opportunity. ""brands that increase advertising duruing a recession, when competitors are cutting back, can improve market share and return on investment at lower cost during good economic times"" """"""now is the time to go in for the kill"""""" reason 4: gain market share getting inside a customer's head this typical premium car customer. what voices does he have in his head? ""reason 4: gain market share share of voice this is the adspend for 2008 (to date) for most premium car manufactures. no imagine in a downturn every company cuts its marketing spend by 10%-except for bmw. audi bmw mercedes-benz lexus jaguar land rover source: nielsen media research, 2008"" reason 4: gain market share share of voice bmw is now just larger than audi and if they did the same the following year: bmw lexus audi mercedes-benz jaguar ""but in a downturn, the focus does shift."" the shift accountable media internet spend is expected to increase more than any other medium: increase greatly/increase the internet 73% print 39% television 19% the shift towards accountable media. but online campaigns will continue to rely on brand-building advertising in other media. prada this does. ""new media are less effective at brand building. to feel and absorbed in a brand, you need to look, touch, feel it. in vogue or tatler, it is an environment you are putting the advertissement in. --nei sussman, marketing dirctor, de beers diamond jewellers"" ""the shift towards accountability media however, print is also improving its accountability. the economist has a selection of research-based measurable responses."" the shift towards accountable media the reader panel: we can conduct research online using the economist's online reader panel to measure effectiveness of a campaign in the economist. the panel is managed by an independent agency: fox insight. clients can ask up to 12 questions of our readers. support and advice is available from researchers at the london office to formulate research objectives. we provide bespoke presentation that gives clients insights into the effectiveness of their campaigns in the economist and economist.com. ""to get to the top, you need to reach the right people."" the ideas people are influencing the rest of the world. the ideas people are optimists... ...and the ideas people are still spending. ...you can gain an edge over your competition and... ...you can step away from the brink. golf sale